Hi, I'm Iris. After two successful startups, I'm busy growing Oribi, a startup I founded and am CEO of, Backed by top VCs - Sequoia and TLV partners.

Have you ever noticed that while every startup thinks it's disruptive, they all look and behave the same?

The goal of this blog is to rethink culture, marketing, product and HR. It's time to face the fact that some of the things we've been doing for years just don't work.

A company blog isn’t relevant anymore.

And why hardly anybody managed to nail it during the last couple of years.

 Knowing what the new trends are, is always important – just as important as knowing what’s not working anymore.

 I practice marketing from all different angles – from paid acquisition to branding. Content has always been my favorite part. It has a magical combination of creativity, providing real value and being data-driven. Throughout my 3 startups, I’ve built a blog for developers which attracted more than 200K unique visitors a month- a successful personal blog, a Facebook page with over 500K organic followers and much more.

Content ≠  Blog

Why did all companies start blogging?

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Goodbye, pizza and beer. Hello, personal growth. Why feeding your employees won’t make them stay.

I love the startup ecosystem, and I’m proud to be part of it. But there are definitely a few parts of it that I resent. When I founded Oribi, it was important for me to not only identify those parts, but also, more importantly, to figure out what I was going to do about it.

The first thing I decided to change is the superficial and “cheap” ways in which companies buy their employees: pizza, beer, a stocked refrigerator, ice cream, fancy parties, massages. I feel that all of that is a legacy companies carry from 15 years ago, without really knowing why.

Over the last couple of years,

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Stop using Personas. And holding too many user interviews

One of my favorite things about being an entrepreneur is that every year the center of gravity of the company changes and so does my focus. So every year or so I change hats, from marketing to product, from sales to management. The last year has definitely been ‘the year of the product’. I changed lots of my current product management perspectives and finally said goodbye to some methods that should have been long gone.

Why using personas and interviewing users can lead your product to fail?

One of the main frog leaps I had in marketing was understanding that people are complex. Much more than we can predict.

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Rethinking startup office design – why did we close up the open space and opened up the meeting room?

One of the most significant decisions in developing a company’s culture relates to the division of office space. Office planning is an issue I’m passionate about. One of the reasons is probably my background as an architect, but the main reason I find it so important is that I’ve seen the huge difference it makes and how a different space generates a different culture.

Open space, division into offices, team-based division, mixed offices, a small or a big kitchen – each one of these decisions will probably affect the way the company functions.

The myth of ‘the CEO who sits in the open space’,…

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Oribi raises $5.4 million, here’s the full story behind it

This June, Oribi completed its first investment round. I’m very excited to update you that I’ve raised $5.4 million from an investor ‘dream team’: Haim Sadger from Sequoia Capital (the world’s leading venture capital fund, with whom I’ve already had the privilege of working with once), Rona Segev from TLV Partners and Zohar Gilon. I’m extremely grateful that this great team believes in me and in our product.

Every day, a few articles are published in the press about some startup’s financing round, with all the ‘usual’ details – how much money was raised, who the investors are, what does the company do, and who’s on the team.

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NO FREE EBOOK!

No need to bribe you.
Every now and then, I'm sharing my perspectives on the startup world.
It's always relevant & never BS.

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